There are a lot of important things that anyone with something to sell need to know about Generation Z, the people born approximately between 1995 and 2015. But here is the most important fact: as of this year, Gen Z is about to become the biggest population segment, about 32% of the 7.7 billion people on Earth.

Consumers crave immersive brand experiences instead, and brands that provide these experiences earn lasting love and loyalty from their audiences. It’s about establishing two-way emotional connections that tie the brand to the lifestyle of its audience.